How to turn your B2B customers into advocates

Customer advocacy is one of the hottest trends in B2B marketing. Oliver Matejka investigates how marketers are promoting and measuring something as transient as individual dialogue and referral

Advocacy has been used as a means to influence decisions within political, economic, and social systems and institutions for hundreds of years. Impartiality and raw emotion are the ingredients that make an advocate’s lobbying and campaigning all the more valid. So it takes little imagination to understand why it's the topic du jour among today’s B2B marketers in pursuit of customer centricity. But what form does advocacy take in a business context?  

“Advocacy refers to any positive content from or interaction with happy customers,” explains Chris Adlard, senior manager, global client engagement at Misys. “Basically, any marketing a firm ordinarily does can often benefit from inclusion of customer examples and stories.”